Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

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PROSPECTS

In Hong Kong, oral care registered moderate growth over the review period despite the downturn in overall retail sales. The lack of public dentistry services, due to local dentists being drawn to the higher-paying private sector, results in limited access to professional dental care among consumers.

Electric toothbrushes grows fastest; denture care slowest

In 2017, electric toothbrushes registered the fastest growth, driven by consumers’ desire to find more high-tech oral care as a substitute for professional dental care, especially for plaque removal. Battery toothbrushes also grew positively due to ease of use as a portable substitute for electric toothbrushes.

COMPETITIVE LANDSCAPE

Colgate-Palmolive HK Ltd continued to dominate oral care in 2017, due to its wide presence across toothpastes, toothbrushes, mouthwashes and dental floss. With no strong presence among domestic oral care brands, Colgate-Palmolive HK Ltd’s Colgate and Darlie brands lead toothpastes with an extensive variety of targeted solutions such as Max White, Advanced Whitening, Optic White Beauty Radiant, Pro-Gum Health and Enamel Protect.

International mass brands lead over private label and niche brands

While private label from drugstores/parapharmacies and supermarkets offers a variety of options in toothbrushes and toothpastes with economic multipack options, international mass brands such as Colgate, Braun Oral-B and Darlie still dominate the overall category, due to their strong brand presence and close consumer reach through extensive retail networks. In addition, drugstores are active in introducing niche oral care brands such as To Be White from Japan and Dentiste from Germany.

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